What is the main criticism of last-click attribution?
- A It over-credits the final touchpoint and undervalues channels that created the demand
- B It is too complex to calculate
- C It requires machine learning
- D It only works for e-commerce
Answer
It over-credits the final touchpoint and undervalues channels that created the demand
Branded search and retargeting sit at the end of nearly every journey, so last click systematically flatters them.





